The Promotional Mix Advertising Public Relations Personal Selling and Direct Mail Sales Promotion Q $100 Q $100 Q $200 Q $200 Q $300 Q $300 Q $400 Q $400 Q $500 Q $500 Q $100 Q $100 Q $100 Q $100 Q $100 Q $100 Q $100 Q $100 Q $200 Q $200 Q $200 Q $200 Q $200 Q $200 Q $200 Q $200 Q $300 Q $300 Q $300 Q $300 Q $300 Q $300 Q $300 Q $300 Q $400 Q $400 Q $400 Q $400 Q $400 Q $400 Q $500 Q $500 Q $500 Q $500 Q $500 Q $500 Q $500 Q $500 Q $400 Q $400 Final Jeopardy Final Jeopardy

Any form of communication a business or organization uses to inform, persuade or remind people about its products or improve its public image

Promotion

What are the five categories of the promotional mix?

Advertising Personal Selling Public Relations Direct Marketing (Mail) Sales Promotion

What are the two types of promotion?

Product and Institutional

All parts of the promotional mix should ___________. Why?

Coordinate – so that customers will recognize the promotions and tie them together

Explain the difference between the push and pull concepts

Push – promotional mix developed for the next partner in the distribution channel Pull – promotional mix developed to reach the customer

Define advertising

Any PAID form of promotion by an identified sponsor

What are the two types of advertising? Hint: They are similar to the two types of promotion

Promotional and Institutional

What are the four types of advertising media?

Print Broadcast Online Specialty

Name a pro and con of each: Newspaper Advertising Magazine Advertising Outdoor Advertising

Judged by teacher

An out door sign that is purchased or rented from advertising companies that use lights and moving parts to attract attention Hint: found in malls and airports

Spectacular

What is the difference between advertising and publicity

Publicity is free

Publicity is an important tool used by marketers, but what is the drawback?

No control over HOW the media will share the information

___________ is the most powerful force in society.

Public Opinion

How can positive employee relations benefit a company’s overall profit?

Happy employees are good employees If they are happy they will work harder

What are three functions of public relations?

General Communication Image shaping and enhancement Coping with a Crisis Community Relations Launch a new product or innovation

What are the two forms of direct mail?

Postal mail

Why is personal selling the costliest form of promotion?

Must pay employees

What are the two goal of direct mail?

Get customers into the store Generate leads for personal selling

What are two ways a company can utilize personal selling?

Telemarketing Contact Sales people in a store

How are personal selling and direct mail linked when used in a promotional mix

Direct Mail is used to generate leads for personal selling

Define Sales Promotion

All marketing activities – other than person selling, advertising, and public relations – that are used to stimulate purchasing and sales

What are two objectives of sales promotion?

Increase Sales Inform potential consumers about new products

This kind of sales promotion is designed to get support for a product from manufacturers, wholesalers, and retailers

Trade Promotions

What is the difference between a contest and sweepstakes?

 Contest – game of skill  Sweepstakes – game of chance

Name four different kinds of sales promotions

Coupons Premiums Product samples Rewards Programs Contests Sweepstakes Rebate Merchandising Techniques